A rock and a hard place
On one hand, we have a way to boost our business by the tunes of tens of thousands of dollars per month. In this economy, that sort of money is not to be sneezed at - hell, in
any economy the chance to quickly add a quarter-million USD per year to the bottom line with minimal effort is not to be sneezed at.
Unfortunately, adding that bar would mean that our users would hate us. Vocally. Is it rational hatred? Who cares. Hate is hate, and Vocal is Vocal. We'd already noted one of the smaller players get slammed for their search bar antics.
In all of our discussions and observations, some key points kept getting repeated:
- Users do not expect a security tool to install unneeded items, even if that security tool is free.
- Default opt-in is the only way people will install due to inattention, accident or trickery of wording.
- Default opt-in is wrong.
- Users place a lot of trust in security vendors. They are trusted to do the right thing. Do not abuse that trust.
- Is it ethical to ask your users to install a product you would not install and use yourself?
Out of all of them, the last one got to me the most. I installed the bar and had a look. If this was on my computer, I would remove it.
In fact - the ICQ bar is even worse - the uninstaller didnt work correctly and now I find myself trying to do a google search and sometimes getting ICQ. It's
really, really annoying. Do I want to really, really annoy our users?
The upshot.
When we started our Online Armor project, we somehow stumbled onto a simple formula. Listen to our users, and give them what they want. Provided they don't want free ponies and chocolate, it's a model that works rather well. Everyone wins.
Our users - the ones privvy to the pre-launch information told us pretty clearly "
We don't want this, and we don't think it's right". When your
friends are telling you it's not a good idea - imagine what people who don't have that relationship will say or do.
So - we've decided not to proceed with Ask, though they'd probably pay us nearly enough to
buy a nice car.
When the numbers look good from a financial perspective, and "everyone else is doing it" - it's easy to fall into complacently thinking that all will be fine. It's not fine for security companies to bundle someone elses toolbar. We lost sight of that for a moment and nearly did everyone a disservice.
Why did we decide not to proceed? Well, the money sure would be nice but at what cost? Bundling this bar would lead to a loss of trust... and that's something you generally only get to lose once.
I'll get the car another day.